Simon Fuller

If it were up to me, I'd rather create things that last long-term, but my thrill comes from reflecting what's going on now.

I'm incredibly articulate, thoughtful and moral, and I think about what I do. I want to be known for doing something good.

Fame is a modern phenomenon caused by the explosion of media, where there's a zillion digital channels and snappers everywhere. It's so attainable, so people can have their Warhol 15 minutes of fame, and some are so aggressive.

My business is creating fame and celebrity, and I'm one of the best in the world. I know it to the finest detail. I reflect what's out there, and if there's a demand for something, I recognise it. I don't think I'm crass. I stand by everything I do.

I understand popular entertainment better than anyone. I want to have the world's No. 1 tennis player, the hottest movie, the biggest artist.

S Club 7, in some ways, was a continuation of some of the things I'd have liked to have done with the Spice Girls. It was also a shift in tone. S Club was this equality of boys and girls, very positive, very uplifting, didn't have the edge of the Spice Girls. I didn't want to repeat it.